The more you know about your customer, from the first point of contact onwards, the better you can respond. Companies who use behavioral data efficiently are more profitable. They react more quickly and appropriately to customer and market demands.
Behavioral data is derived from human, device or system behavior, as opposed to structured, application data. Typically, during a 1 minute, on-line session, between 5,000 - 12,000 items of behavioral data/features can be collected.
Behavioral data allows you to build a 360° picture of your clients. It can be used for far more than just simple scoring, (e.g. credit scores etc.). Typically, predictive behavior data is combined with “conventional” data such as, application data, credit bureau data. This can significantly boost the accuracy and range of predictive results.
Read more about collecting and using behavioral data in your digital product
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